Why A Smooth Flow from Live to On-Demand Video is Important
October 8, 2015
In case you haven’t heard, people want to watch whatever they want, whenever they want. While this originally began in the days of on-demand TV, it’s now made its way into the business world. Live video streaming is still incredibly important for keeping abreast of developments and generating excitement. Video created with the intention of being offered on-demand offers a different set of advantages. But the ability to gracefully transition from one state to another opens up new opportunities not only for efficiency but for effectiveness. Let’s walk through a couple of use cases:
Create On-Demand Training
Corporate training typically involves internal sales training webinars which benefit only those who are able to attend. By storing those webinars on an internal portal, suddenly time zone and schedule become irrelevant. The training becomes accessible to everyone. Not only does this guarantee those who need to know, know, but it also encourages a knowledge sharing community. Suddenly people in the organization can learn something not directly related to their role in a simple and effective way. Keeping this kind of internal content around also means it can be easily accessed at any time for a quick refresher before a sales call, and it can be worked into a tailored onboarding plan.
While these training videos are a newer phenomenon, they are quickly gaining popularity due to their effectiveness. Together with our partners at Videolicious, we have an excellent case study showing how Rich Products was able to boost sales through internally recorded videos. They found that creating customer and product specific training videos yielded an average sales increase of 12%. For something as easy as recording a pitch to a phone and storing it on-demand for others to learn from, this provides an amazing ROI.
Extend Live Events
Being part of a live event is exciting, but there will always be schedule conflicts. Offering an on-demand video of the event, whether it happened in person and was recorded or whether it was streamed to begin with, allows people to
catch up on what they missed. It also extends the event’s reach, making it possible for excited attendees to share content afterwards. Finally, it gives your hard work a longer shelf life, making it possible for important content to be found weeks, months, or even sometimes years later. An event is no longer a single occurrence but a lasting piece of company culture or thought leadership. Doing this effectively, though, requires a quick turnaround. People rarely want to wait for days or weeks before the video is edited and re-uploaded to a permanent home. Ideally, the content should be accessible within 24 hours of the end of the event, if not sooner.
We at Kaltura do just this with our Kaltura Connect conference. Once live streamed, we store it on its own video portal. Currently, our portal holds the past 4 years of conference footage where the segments can be easily searched for and viewed. Suddenly, the conference experience is able to last for years to come!
Improve Search Engine Optimization
Last week we discussed 5 tips to make your content more searchable. One of the main benefits to this for an externally facing media library was the improvement it provided to a site’s search engine rankings. The caveat to this post however was that you needed a large media library to implement the tips! The number one way to build such a media library is to store any video you produce in an on-demand repository. As the barriers to entry get lower for online video creation and streaming, it’s becoming easier to host and stream online conferences. It’s important that once the content is played, it’s also saved. As stated in that last blog post, this allows the metadata to be extracted and lets it be found easier – again helping to increase the ROI from any of these activities. But make sure your metadata is consistent—classifying your live event and your on-demand content differently will just end up with confused and frustrated would-be users.
Make Content Last
These use-cases have one thing in common: they make the content last. By keeping video in an on-demand portal, you’re not hoping for the best in a onetime event. Rather you can be rest assured your content will reach its intended viewer when and where they need it.
The key is planning ahead. Hosting your content in two different places—one for the live event and one for the recording—will make it harder for your users to find and share the information. If you can, use a single URL and transition from a live stream to a VOD recording. Similarly, too long a gap before the VOD recording appears destroys momentum and creates frustration. Finally, not keeping metadata consistent will make it difficult for on demand viewers to find your media later. With a little care, the transition from live to VOD content can be seamless and smooth, so you can make your content more versatile, reusable, and discoverable.
Kaltura's mission is to power any video experience. Our wide array of video solutions are deployed globally across thousands of enterprises, media companies, service providers, and educational institutions, leveraging video to teach, learn, communicate, collaborate, and entertain.